Collection Guide
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Gossage (Howard Luck) Papers
BANC MSS 2024/107
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Table of contents
Contributing Institution:
The Bancroft Library
Title: Howard Luck Gossage papers
Creator:
Gossage, Howard Luck, 1917-1969
Identifier/Call Number: BANC MSS 2024/107
Physical Description:
15.68 linear feet
(5 cartons, 8 flat-boxes)
Date (inclusive): approximately 1960-1973
Physical Location: Many of the Bancroft Library collections are stored offsite and advance notice may be required for use. For current information
on the location of these materials, please consult the Library's online catalog.
Language of Material:
English
.
Collection open for research.
Immediate Source of Acquisition
Gifted to The Bancroft Library by Jeff Yarne in 2023.
Howard Luck Gossage (1917-1969) was a San Francisco advertising innnovator, and industry critic, whose agencies, Weiner and
Gossage and Freeman, Mander and Gossage, also served as a salon for 1960s era intellectuals and writers such as Marshall McLuhan,
Tom Wolfe and John Steinbeck. Along with creating advertising campaigns for products such as Irish whiskey, clothing, and
crude oil, he was also involved with early environmental campaigning in the United States with the Sierra Club and Friends
of the Earth.
Howard Luck Gossage papers, BANC MSS 2024/207, The Bancroft Library, University of California, Berkeley..
Processed at baseline level 2 (collection level record with flat container listing) by accessioning archivist, Jaime Henderson.
Finding aid encoded and enhanced with notes by processing archivist Lara Michels.
The papers of Howard Luck Gossage contain his writings, speeches and correspondence, including letters exchanged with John
Steinbeck, Tom Wolfe, and Marshall McLuhan. Includes interviews and publicity, along with ad copies produced as part of campaigns
handled by Gossage's San Francisco advertising firm Freeman, Mander, and Gossage. Also includes a personalia and photographs,
and a small amount of correspondence from Alice Lowe, president of the advertising firm after Gossage's death in 1969.
Some materials in these collections may be protected by the U.S. Copyright Law (Title 17, U.S.C.). In addition, the reproduction
of some materials may be restricted by terms of University of California gift or purchase agreements, donor restrictions,
privacy and publicity rights, licensing and trademarks. Transmission or reproduction of materials protected by copyright beyond
that allowed by fair use requires the written permission of the copyright owners. Works not in the public domain cannot be
commercially exploited without permission of the copyright owner. Responsibility for any use rests exclusively with the user.
For additional information about the University of California, Berkeley Library's permissions policy please see: http://www.lib.berkeley.edu/about/permissions-policies
Subjects and Indexing Terms
Gossage, Howard Luck, 1917-1969 -- Archives.
Advertising -- United States
Advertising copy -- United States